Impact of relationship marketing tactics (RMTs) on switchers and stayers in a competitive service industry

Article Abstract:

An analysis, based on a survey of 172 respondents, on the way various relationship marketing tactics (RMTs) influence customers' decisions either to stay or to switch their service providers, in United Kingdom utility industries, is described.

Marketing procedures, Management dynamics, Service Industries, Management, Services industry, Company business management, Marketing communications, Customer relations

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Why marketers don't market: rethinking offensive and defensive archetypes

Article Abstract:

The principles of the marketing theories, in reality, are practiced by very few if not none. The characteristics of Offensive Marketing and Defensive Marketing are analyzed.

Interpretation and construction, Marketing models

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Emancipation, epiphany and resistance: on the underimagined and overdetermined in critical marketing

Article Abstract:

Critical marketing as an emerging, interdisciplinary field is analyzed and challenges for research, are discussed.

Science & research, Research, Critical theory

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